This article is written almost entirely from the seller's point of view, of course seller does not want to pay any fees. Some of the claims that buyer get same level of protection without chargeback is hilarious, it might be true that the author get special treatment as a foreigner in China from the government (the 12315 statement), but that's far from a typical customer experience.

"Chinese consumer law also gives buyers stronger remedies when a merchant knowingly commits fraud, including damages above the purchase price."

There is no small claim court or equivalent in China, 12315 is likely the closest but they can only provide recommendations, they cannot freeze assets or issue demands like a court. In absence of chargeback, the buyer owns the burden of gather evidence and proof, which usually includes paid test reports from trusted government agencies that the item is defect. In practice, a seller ships junk or nothing often get to keep the money and close the shop before you can get the money back.